Big Gnome

Tuesday, January 13th, 2009

Strategy 3: Discourage the impulse buy.

It seems that lately people have been more prudent in their spending and are saying no to immediate indulgences, or even putting off purchasing something important.

If you have traditionally communicated the tempting, immediate gratification of the impulse buy in your advertising and sales messages, it may not resonate as well with your frugal audience. Try this approach instead: communicate the abstract, long-term value of whatever the purchase or investment may be.

A good example I saw recently was a New York Life billboard with a simple, holiday gift theme. What impressed me first was that the billboard was well designed, uncluttered and readable. It said, “give a selfless gift.”

There is immeasurable value in that message, while knowing the long-term benefits that life insurance can offer. And, it taps into the giving spirit of the season and the importance of family.

I researched online about New York Life’s approach, and learned these boards were one component of an entire advertising campaign. There was also an online competition for people to submit their own ad headlines or concepts. This web-based interaction with customers leads me into my next strategy, but that’s in the queue for later.

Stay tuned, dear reader.

Tags: Advertising, Marketing Communications

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